Golden State Warriors
What Will the Dubs Dew?
Summary
What Will the Dubs Dew? was created by Xperiel for the Golden State Warriors during the 2016-17 regular and post season. This mobile experience that lived in their existing mobile app allowed fans to make predictions about game stats to be utilized alongside live games. Upon earning points for correct predictions, fans were able to use those points to win prizes provided by the Warriors’ sponsors.
Problem
The Golden State Warriors approached our team wanting to increase fan engagement with their mobile app in a fun and innovative way while being able to incorporate sponsors and promotional deals.
Goal
The business goal for Xperiel was to utilize their visual coding platform while showcasing its technology to create a new predictive gaming experience for Golden State Warriors fans.
Role
My role as the product designer was to take the Golden State Warriors’ brand guidelines and marketing designs to create an experience and interface that would blend seamlessly within their mobile app. I worked closely with the Warriors’ digital team to interpret internal and user feedback while presenting designs and progress weekly. I also worked closely with engineering team to make sure designs were implemented correctly and provided alternative solutions to designs that couldn’t be executed within the project timeframe.
Process
The Xperiel team worked with the Golden State Warriors to really understand what they wanted for their fans. Being a huge fan myself I leveraged this knowledge into my design decisions thinking about what I might want to see as a fan. Outside of this, my design process for creating the experience and interface consisted of thinking about the differences for new versus die-hard fans. I designed the interface with this knowledge in a way to showcase making predictions easy and quick to read.
Challenges
During the project, a challenge I encountered was how to design a new feature to showcase the Warriors’ sponsor, Mountain Dew. I started by understanding the technology capabilities of what Xperiel can add while highlighting Mountain Dew without simply marketing their logo throughout the app. This is where I envisioned Snap The Dew. I worked along side the engineers and sales team to do research and testing with Mountain Dew’s logos on plastic bottles and aluminum cans to make sure logos were scannable with the Xperiel technology. From there I further thought about game mechanics and how we could leverage the experience to gain more interaction from their fans. By adding in the Snap a Dew feature to scan Mountain Dew bottles allowed the fans to come back and interact with the experience daily.
Results
What Will The Dubs Dew? was live for a total of 48 games with a total of 17,928 users. The growth of engagement was exciting to see as the number of users on Game 1 was 1000. 7 predictions on average were made and each user averaged 125 points each game to use towards prizes.
Celebration
Growing up as a Golden State Warriors fan it was a dream to work with the team and be able to design an entirely new experience for them. I’ve been attending games since I was 6 years old and the experience of designing for this project is something I will never forget.
